McDonalds: How We Got Customers Lovin It And Kept Them Lovin It, No Matter What.

IPA Effectiveness Awards Case Study

This case details how McDonald’s UK used brand-building to rekindle the trust and love of the British public and, in doing so, drive 15-years of almost continuous growth despite: a catastrophic PR crisis, category fragmentation, and the devastating closures of COVID-19.

Guided by a simple strategic recipe, these investments in creativity, planning, and broadcast media not only helped to recover the McDonald’s brand and transform it into a much-loved cultural institution but also contributed an estimated total of £4.7bn in incremental short and long-term sales.

This case study is free to download for IPA Members until 30 June, 23:59.

Reserve your free ticket for the premiere of the IPA/Thinkbox McDonald's brand stories film